Marketing Research

Front Cover
Excel Books India, 2004 - Marketing research - 600 pages
Marketing Research is designed to serve as a textbook on marketing research and design for people studying or pursuing the discipline of management. The book contains Indian examples on Product Research, Consumer Research, Motivation Research, etc. It also includes more than 50 cases which would enable the reader in understanding even the most complex multivariate technique in a very simple manner.The book contains 20 chapters with computer based approach, the SPSS/PCT system, the use of which has also been described in this book. The content of the book makes it equally useful for both basic and advance course in Marketing Research. It is indispensable for students of MBA, M.Com, MBE, BBA, BBS, BCA, PGDBM, MCA, M Tech and practising marketing managers. It is a valuable reference source for research agencies.
 

Contents

An Introduction
1
TOOLS AVAILABLE TO A MARKETING RESEARCHER
9
SUMMARY
15
KEY WORDS
24
Research Design
37
EXTENSIONS OF TRUE EXPERIMENTAL DESIGNS
51
SUMMARY
54
Value of Information in Decisionmaking
65
Multivariate Analysis
321
TRY THIS
322
Decisionmaking
326
Applications of Marketing Research
345
Dont Know and No Answers
348
Product Research
407
Consumer Research
425
CODING
431

SEARCH ON THE NET?
90
REFERENCES
91
Marketing Information System and Marketing Research
93
Attitude Measurement and Scaling
115
Try This
126
FUNCTIONAL INFORMATION SYSTEMS
135
STEPS IN MIS DESIGN
141
Primary Methods of Data Collection
147
Secondary Data
150
SOURCES OF ERROR IN PRIMARY DATA COLLECTION
162
DATA AND THE RESEARCH PROCESS
168
Case Studies
189
TYPICAL APPLICATIONS OF MARKETING RESEARCH 21
191
Samples and Sampling Distribution
193
TRY THIS
194
CHARACTERISTICS OF IDEAL SAMPLE
196
SOME OTHER TYPES OF SAMPLING
202
ISSUES AND TRENDS IN RESEARCH
215
Testing of Hypothesis
225
Secondary Data
259
INTRODUCTION
267
SUMMARY
277
Processing of Data and Tabulation
281
chapter 3
289
23
299
24
308
Nonparametric Tests
309
Processing of Data and Tabulation 281
314
371
433
Distribution Research
447
Product Research
448
Distribution Research
455
Advertising Research
461
TRY THIS
462
INTRODUCTION
464
Motivation Research
475
Research Report and Proposal Writing
485
SUMMARY
498
REVIEW QUESTIONS
504
chapter 17
510
Advertising Research
516
Case Study Method in Marketing Research
519
SUMMARY
527
OBJECTIVE TYPE QUESTIONS
533
Proportion of the Area under
541
Appendix A A Guide to SPSSPCT
547
Appendix B Important Web Sites for Marketing Research for National and International Level
567
INTRODUCTION
580
Questionnaire Design
585
Computer Analysis
589
Glossary
593
Index
597
THE INTERPRETATIVE PROCESS OF MARKETING
598
COSTING
599
Copyright

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